1. Media Planning and Buying
Part 3: Effective Advertising Media
Chapter 11

2. Chapter Outline Chapter Key Points Media Planning and Buying
The Media Plan
Media Objectives
Media Strategies
A Sample Media Plan for Pizza Hut
Media Buying
Media Planning Changes and Challenges

3. Key Points
Outline the basic media concepts used by planners and buyers
Describe the types of information compiled by media researchers
Analyze how media planners set media objectives
List the key media strategy decisions
Identify the responsibility of media buyers

4. Media Planning and Buying
Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative
The Aperture Concept
The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message

5. The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages

6. Figure 11.1 – The Components of a Media Plan
The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages

7. Media Research Information Sources Client information Market research
Competitive advertising
Media information
Consumer information
Client information
Targeted markets
Previous promotions and their performance
Product sales and distribution patterns
Brand plans
The budget

8. The Central Role of Media Research
Figure 11.2

9. Competitive Advertising
Media Research
Market Research
Independently gathered information about markets and product categories
Competitive Advertising
Media planners make decisions based on the amount of competitive traffic
Share of voice
Measures the percentage of total advertising spending by one brand relative to the competition

10. Media Research Media Information
Various media provide information about the size and makeup of their audiences
Designated marketing area
Consumer Information
Media planners use consumer information to locate the target audience within media markets

11. Media Objectives Exposure and GRPs The Reach Objective
The Frequency Objective
Effective Frequency
Gross impressions
The sum of the audiences of al the media vehicles used during a certain time span
Gross Ratings Points
Media planners convert impressions to gross ratings points in order to compare the efficiency of media schedules

12. Media Objectives Exposure and GRPs The Reach Objective
The Frequency Objective
Effective Frequency
The percentage of the audience that is exposed at least once to the advertiser’s message during a specific time frame
Unduplicated audiences

13. Media Objectives Exposure and GRPs The Reach Objective
The Frequency Objective
Effective Frequency
Estimates the number of times the exposure is expected to happen
Average frequency
Frequency distribution

14. Media Objectives Exposure and GRPs The Reach Objective
The Frequency Objective
Effective Frequency
Combines the reach and frequency elements into one factor

15. Media Strategies
Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives
Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency

16. Target audience strategies
Media Strategies
Target audience strategies
Media use
Geography
Consumption patterns
Media mix selection
Using a variety of media to get your message out to customers
Media selection is based on message needs

17. Scheduling Strategies
Media Strategies
Cost Efficiency
Cost per thousand
CPM = cost of message unit/gross impressions x 1,000
Cost per point
CPP = cost of message unit/program or issue rating
Scheduling Strategies
Timing strategies
Duration: How long
Continuity: How often
The media budget
An initial assessment of the amount of money available determines media used

18. Cost per thousand (CPM)
Cost Efficiency
Cost of message unit
Gross Impressions
x 1,000
Cost per thousand (CPM)
Cost of message unit
Program or issue rating
Cost per point (CPP)

19. Scheduling Strategies
Timing strategies
Duration: How long
Continuity: How often
Figure 11.6 – The Continuity Strategies of Pulsing and Flighting

20. Media Mix Selection
Using a variety of media to get your message out to customers
Media selection is based on message needs

21. A Sample Media Plan for Pizza Hut
Situation and Consumer Analysis
Discusses media options and opportunities to narrowly target consumers using niche channels and programs
Describes target audiences, psychographics, and best way to reach these audiences

22. A Sample Media Plan for Pizza Hut
Media Objectives and Aperture Strategies
Maintain top-of-mind awareness
Build broad research for new products/big events
Ensure important male targets are reached, and balance age and demographic deliveries
Provide option windows to address local needs

23. A Sample Media Plan for Pizza Hut
The Media Mix
Establish a Pizza Hut presence
Create highly visible launch platforms for Big New Yorker and Star Wars event
Reach heavy pizza user target
Integrate national and local media plans

24. A Sample Media Plan for Pizza Hut
The Flowchart: Scheduling and Budgeting Allocation
Uses graphics to show the month-by-month placement of messages
Detail the anticipated impact through forecasted levels of GRPs
Illustrate how the campaign budget is allocated by medium and by month

25. A Sample Media Plan for Pizza Hut
Figure 11.8 – Pizza Hut Media Plan

26. A Sample Media Plan for Pizza Hut
Figure 11.9 – Pizza Hut TV and Internet Media Strategies
A Sample Media Plan for Pizza Hut

27. A Sample Media Plan for Pizza Hut
Figure – Pizza Hut Media-Planning Template

28. Media Buying Buying is a complicated process
The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy
Providing inside info
Media buyers are important information sources for media planners
Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information

29. Selecting Media Vehicles
Media Buying
Selecting Media Vehicles
Choose the best vehicles that fit the target audience’s aperture
The media planner lays out the direction; the buyer is responsible for choosing specific vehicles
Negotiation
Media buyers pursue special advantages for clients
Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates

30. Media Buying Preferred Positions
Locations in print media that offer readership advantages
Preferred positions often carry a premium surcharge
Extra Support Offers
Value-added media services
Contests
Special events
Merchandising space at stores
Displays
Trade-directed newsletters

31. Media Buying Billing and Payment
It is the responsibility of the advertiser to make payments to various media
The agency is contractually obligated to pay the invoice on behalf of the client
Monitoring the Buy
The media buyer tracks the performance of the media plan as it is implemented, as well as afterward
Poorly performing vehicles must be replaced or costs must be modified

32. The Function of a Media Buyer

33. Media Buying Make-Goods
A policy of compensating for missed positions or errors in handling the message presentation
Ensure that the advertiser is compensated appropriately when they occur
Post-campaign Eval
Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what actually happened
Provides guidance for future media plans

34. Media Planning Changes and Challenges
Unbundling media buying and planning
Online media buying
New forms of media research needed